Henry Hubschman is the head of GE Commercial Aviation Services . He says the airline industry didn't have to wait until the global economic crisis hit to experience a rocky business climate. And his company developed its response to the downturn at the beginning of the decade, after the 9-11 World Trade Center attacks. And now, GE can take advantage of a countercyclical approach. But communication is key for any company strategy. Motivated people want the company to succeed, he says, so when the company takes on bigger challenges, they will be on board as long as they are in the loop. With managers located throughout the world, he needed to develop system-wide strategies to make sure everyone was on the same page. Here is Hubschman speaking at the Wharton School of the University of Pennsylvania about his company, the global economic crisis, and leading through challenging periods: